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Description

Description

"The path to online purchase lives in a blended state of online and offline experiences. eCommerce offers an opportunity for retailers to connect with consumers beyond convenience and competitive price offerings. While these two components are necessary for a successful ecommerce experience, the continuous cycle of the online path to purchase presents brands with opportunities to engage and build relationships with their consumers. In a crowded landscape, relationship building will keep the brand top of mind when consumers return to their keyboards to make a purchase."

-Katie Yackey, eCommerce Analyst

This Report looks at the following areas:

  • Pave a clear avenue for buying
  • Each step is an opportunity to engage with consumers
  • A personalized journey empowers consumers’ decisions to buy

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Top takeaways
            • Pave a clear avenue for buying
              • Each step is an opportunity to engage with consumers
                • A personalized journey empowers consumers’ decisions to buy
                  • What it means
                  • Market Perspective

                    • Seamlessness is the name of the game
                    • What’s Happening

                      • eCommerce tools allow consumers to shop smarter, not harder
                        • Figure 1: Tribe alert pop-up, November 2019
                      • Google Shopping gets personal
                      • What to Watch

                        • Wearables allow for brand interaction from everywhere
                        • General Overview

                          • Consumers see online as part of their purchase journey
                            • Physical stores remain a critical pillar for ecommerce
                              • Figure 2: Attitudes about making purchases online, October 2019
                            • (Don’t) Call me – text me – if you want to reach me
                              • Figure 3: Consumer attitudes, October 2019
                            • Online purchases inch upward
                              • Figure 4: Percentage consumers shopped online last 12 months, October 2019
                            • Show consumers that you’re listening
                              • Figure 5: Percentage consumers shopped online in last 12 months, by age, October 2019
                            • Purchasing online is for all products
                              • Figure 6: Products consumers typically shop for online, October 2019
                            • Heavy online shoppers can be advocates for all online product types
                              • Figure 7: Products consumers typically shop for by online shopping habits, October 2019
                            • From bland to yum: brands can bubble their way back to the top with mobile-first
                              • Figure 8: Devices consumers use to shop online, by age, October 2019
                          • Step One: Consumers are Unaware of Need/Want

                              • Individual storytelling piques consumer’s interest
                                  • Figure 9: Sources that encouraged consumers to seek out a product online, October 2019
                                  • Figure 10: Sources that encouraged consumers to seek out a product online, by age and gender, October 2019
                              • Step Two: Consumers become aware of need/want

                                  • A clear product picture propels adventure
                                    • Figure 11: How consumers typically shop online, October 2019
                                  • Amazon gobbles up search starts
                                      • Figure 12: Online starting point, October 2019
                                  • Step Three: Consumers Consider Solutions

                                      • Provide a category map for consumers to find X
                                        • Figure 13: How consumers shop in general, October 2019
                                      • Browsing activities leave room for brand interception
                                          • Figure 14: How consumers shop, by age, October 2019
                                        • Consumers can handle (and want) the truth of reviews
                                            • Figure 15: Pre-purchase activities for product selection and price, October 2019
                                          • Free shipping isn’t searched for, it’s expected
                                            • Figure 16: Pre-purchase activities for shipping and returns, October 2019
                                        • Step Four: Consumers Buy

                                            • Converge the path in the online woods
                                              • Figure 17: Final steps consumers take before buying, October 2019
                                            • Consumers want to exert more control while benefiting from convenience
                                              • Figure 18: Final steps before purchasing, by product, October 2019
                                              • Figure 19: Final steps before purchasing, by product, October 2019
                                            • Incentivize the immediate “buy now” click
                                                • Figure 20: Final steps before purchasing, by age and gender, October 2019
                                              • Free shipping isn’t enough anymore
                                                • Figure 21: Factors driving impulse purchases, October 2019
                                            • Frustrations and Barriers

                                              • Account creation and poor image quality inhibit a seamless experience
                                                • Figure 22: Frustrations and barriers when purchasing online, October 2019
                                              • Cart abandonment is the consumer’s way of window shopping online
                                                • Figure 23: Barriers to online purchases, October 2019
                                              • Item price and total cost are two different sides of the same coin
                                                • Figure 24: Barriers by age, October 2019
                                            • Steps 5 and 6: Consumers Use and Replenish

                                                • The relationship doesn’t end after the customer clicks “buy”
                                                • Online Clothing and Accessories Purchase Process

                                                  • Amazon: a trusted shopping partner
                                                    • Figure 25: Where consumers start when shopping for clothing and accessories online, October 2019
                                                  • Show me the possibilities
                                                    • Figure 26: How consumers shop for clothing and accessories online, October 2019
                                                  • Provide clothing shoppers with an online personal assistant as they buy
                                                    • Figure 27: Last steps before purchase for clothing and accessories online, October 2019
                                                    • Figure 28: Warby Parker Home Try-On
                                                • Online Grocery Purchase Process

                                                  • Amazon and Walmart battle it out over where to buy carrots
                                                    • Figure 29: Where consumers start when shopping for groceries online, October 2019
                                                    • Figure 30: Imperfect Foods
                                                  • Simplify online grocery to delight and surprise
                                                    • Figure 31: How consumers shop for groceries online, October 2019
                                                  • Inspire consumer’s meal times to score extra basket items
                                                    • Figure 32: Last steps for purchasing groceries online, October 2019
                                                • Online Beauty Product Purchase Process

                                                  • Maybe she’s born with it, maybe it’s Amazon
                                                    • Figure 33: Where consumers start when shopping for beauty products online, October 2019
                                                  • Leverage expertise to pin-point underlying beauty frustrations
                                                    • Figure 34: How consumers shop for beauty products online, October 2019
                                                  • Bigger isn’t always better
                                                    • Figure 35: Last steps for purchasing beauty products online, October 2019
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Consumer survey data
                                                      • Behavioral data
                                                        • Abbreviations and terms
                                                          • Abbreviations
                                                            • Where consumers learn about products by age
                                                              • Figure 36: Sources that encouraged consumers to seek out a product online, by age, October 2019
                                                            • What drives impulse purchases by age
                                                              • Figure 37: Factors driving impulse purchases, by age, October 2019
                                                          • Appendix – The Consumer

                                                              • Figure 38: Home ownership, by age
                                                              • Figure 39: Consumer attitudes, by age
                                                              • Figure 40: Consumer attitudes, by gender
                                                              • Figure 41: Quality concerns, by age
                                                              • Figure 42: Quality concerns, by gender
                                                              • Figure 43: Search sites, by age

                                                          This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                          • Market

                                                            Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                          • Consumer

                                                            Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                          • Brand/Company

                                                            Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                          • Data

                                                            Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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